View of Como Lake, Milan, Italy, with Alps mountains in background

BAItalian & Marketing

Why this course?

The study of Italian language, literature and culture will open your eyes to one of the world’s greatest civilisations. Italy is famous, among other things, for art and architecture, engineers, scientists and poets, for its films, fashion houses, footballers and food.

Studying with us will give you the chance to become a fluent linguist and, with our year abroad programme, an opportunity to experience living, working and/or studying in another country.

Recognising and understanding customer requirements and the achievement of customer satisfaction are at the heart of marketing studies.

Strathclyde is widely recognised as the leading centre of marketing education and research in the UK. We aim to equip you for a variety of marketing and management careers.

Our BA degrees in Humanities & Social Sciences are initially broad-based. In Year 1, you'll study three subjects, including your chosen subject(s).

Italian

What you'll study

Year 1

Two streams are offered in first-year: one for students with a Higher grade or equivalent in their chosen language and another for those without. Students in both classes study contemporary language and aspects of the country’s culture and society.

Years 2 & 3

You'll continue to develop your reading, writing, speaking and listening skills. In our cultural classes, you'll learn to critically analyse a variety of texts.  You'll also study key areas including:

  • the Renaissance
  • 20th century history
  • politics
  • opera
  • cinema
  • literature

Honours students spend a year abroad after Year 3, usually working as an English teaching assistant, gaining work experience in a professional environment or studying at a foreign institution. Students studying two languages may opt to spend third year in one country and a further year in the country of their other language, before returning to Strathclyde for Honours year.

Year 4

In your final year, you'll concentrate on translation, written and oral language and interpreting. We offer cultural classes reflecting the research expertise of our staff.

Major projects

At Honours level, you'll work on a specific project for your dissertation. You'll be supervised by a member of our teaching staff.

Year abroad

This is a central highlight of the course and a major formative experience for students not just in terms of language but on many different levels, personal as well as professional.

Student competitions

The Stevenson Exchange Scholarship is a competitive award which offers students funding towards a project they wish to undertake while on their year abroad. Staff select and interview several candidates for this each year. Our students usually do well in this competition. In 2013, one student secured £1,800 toward his project, and in 2014 three students were successful with awards up to £1,750.

Marketing

What you'll study

Year 1

The first-year introductory class focuses on the broad principles of marketing and considers marketing management within an organisation.

Year 2

You will study classes on Consumer Behaviour, which looks at factors that influence buyers, and Marketing Research, which explores how information about customers and competitors influences Marketing decisions.

Year 3

The third-year class on Marketing Communications examines the relationship between marketers, their customers and other stakeholders. You will also study a class on Strategic Marketing. Students have a choice of further classes, which include:

  • Essentials of International Marketing
  • Retail Management
  • Management of Sales Operations
  • Digital Marketing & Social Media
Year 4

Final-year students will assess the value of brands to firms and consumers in the Brand Management class. Further Year 4 class options include:

  • International Business Management
  • Managing Integrated Marketing Communications
  • Managing Customer Relationships
  • Advances in Consumer Behaviour
  • Sports Marketing
  • Business to Business Marketing
  • Social Marketing

Course content

Year 1

Italian

Italian 1A

This intensive class, for those with SQA ‘Higher’ or equivalent, will enable you to develop the skills of reading, writing, listening and speaking in Italian. It'll also introduce you to certain aspects of the culture of Italy through the materials used. This class aims to bring you up to level A2 of the Common European Framework for Languages.

Italian 1B

Following on from Italian 1A, this intensive programme will broaden your knowledge of the Italian language, and enhance basic skills already acquired in reading, writing, listening and speaking. It'll also introduce you to new aspects of the culture of Italy through the materials used. This class aims to bring you up to level A2+ of the Common European Framework for Languages.

or

Introduction to Italian 1A

This intensive class, for beginners or false beginners, will enable you to develop the skills of reading, writing, listening and speaking in Italian. It'll also introduce you to certain aspects of the culture of Italy through the materials used. This class aims to bring you up to level A1 of the Common European Framework for Languages.

Introduction to Italian 1B

Following on from Introduction to Italian 1A, this accelerated and intensive programme will broaden your knowledge of the Italian language, and enhance basic skills already acquired in reading, writing, listening and speaking. It'll also introduce you to new aspects of the culture of Italy through the materials used. This class aims to bring you up to level A2+ of the Common European Framework for Languages.

Marketing

Introduction to Marketing

Marketing is a key part of any successful business, and a good theoretical and practical knowledge of the subject will be of immense benefit to an aspiring manager or entrepreneur. In this class, you'll be exposed to concepts and ideas from economics, sociology, psychology, geography and other social sciences, all in the context of the competitive business environment.

Year 2

Italian

Italian 2A

This class will introduce you to more complex and formal areas of language, and enable you to develop further the skills of reading, writing, listening and speaking in Italian. It will also introduce you to certain aspects of the culture of Italy through the materials used. This course aims to bring you up to level A2+ of the Common European Framework for Languages.

Italian 2B

This class will introduce you to yet more complex and formal areas of language, and enable you to develop further the skills of reading, writing, listening and speaking in Italian. It'll also introduce you to certain aspects of the culture of Italy through the materials used. This course aims to bring you up to level B1+ of the Common European Framework for Languages.

Modern Italy - State, Culture & Society

This class provides a comprehensive overview of the major developments in Italian history, society and culture from the Unification to the present day. In Semester 1, you'll study 20th century Italian social, political and cultural history, while in Semester 2, you'll analyse a range of films and a literary text. This is an interdisciplinary class which can be taken by students with no knowledge of Italian.

Marketing

Understanding Consumers & Markets

Many of the fundamental concepts of marketing are based on an ability to understand consumers and the marketing concept can be implemented more effectively when adequate information about the market and potential consumer behaviour is available. Marketing Research and customer information provide a critical input to the planning and development of a company's marketing strategy in relation to marketing communications, strategic marketing and branding.

Services & Retail Marketing

At the heart of this class is the recognition that services present unique challenges, and that building customer relationships through quality service is fundamental to marketing success in every organisation. Over the past decade the retail sector has been one of the most dynamic areas in business. The retail sector also provides a very clear indication of the overall health and robustness of the economy. The rise or fall of the individual’s disposable income is very quickly reflected in terms of expenditure on items. In this respect, the retail sector acts as the weather vane for the economy.

Year 3

Italian

Italian Language 3A

This class aims to build on the students’ knowledge and understanding of the Italian language and shifts the emphasis from the acquisition of linguistic knowledge to the production of a varied linguistic output both orally and in writing. In addition to classes in written and spoken Italian students also take a course in translation from Italian into English, which includes an introduction to translation theory and practice.

Italian Language 3B

This class builds on the progress students have made in Italian 3A in spoken and written language. Students take a class in translation from English into Italian and engage in a large-scale group project, which encourages the development of a range of research and presentation skills.

Italian Stage & Screen

The course explores the distinctive contribution made by Italian theatre and Italian cinema. Focusing on specific texts, such as Mascagni’s Cavalleria Rusticana, Luigi Pirandello’s Sei personaggi in cerca d’autore and Dario Fo’s Morte accidentale di un anarchico, and on films such as Germi’s Divorzio all'italiana and Moretti's Caro diario, students are encouraged to engage critically with the individual works studied in their exploration of the crucial contribution which Italy has made to the development of these two genres.

Marketing

Strategic Marketing

The mission of this class is to provide students with a clear understanding of how to formulate business strategies using marketing concepts and theories. The course will review the tools necessary to analyse business cases, particularly looking at companies that are in the forefront of business today. It also provides an overview of the marketing plan and attention will be on the implications for planning and strategy development.

Marketing Communications

This module will explore relevant marketing communications theory, consider the role and purpose of marketing communications, critically review the different ways in which organisations can communicate (the marketing communications mix) and consider how marketing communication tools are used in practice. The module will also consider the need for Integrated Marketing Communications and identify those factors that impact upon the selection of an effective marketing communications mix.

Essentials of International Marketing

This class aims to develop knowledge of international marketing theory and practice. The increased scope, risk and complexity faced by the international marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. Emphasis is placed on the identification of challenges presented by international marketing to equip students to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments.

Management of Sales Operations

A key aspect of the class is to evaluate selling strategies that can improve the productivity and effectiveness of sales operations via organisational structure, territory control and customer planning and setting sales targets. In addition, we’ll evaluate sales performance in terms of the behaviour and characteristics of salespeople and their interaction with buyers.

Year abroad

Year abroad

This is the year abroad, spent either studying in an Italian university or working as a language assistant or on a work placement. This year is compulsory to gain entry into Honours.

Year 4

Italian

Italian 4 Language A (Spoken Skills)

By this stage students can deal effectively and appropriately with a wide range of normal, everyday situations in Italian, and can function in a variety of contexts. In this class we focus on the development of specific communicative skills, in a formal register. This takes the form of an esposizione in which the student speaks on a prepared topic from a particular point of view, and bilateral interpreting, in which the student is asked to act as channel of information in two languages.

Italian 4 Language B (Writing Skills)

This class builds on the experiences gained in Years 1-3, and further develops student skills in writing in formal Italian. The class involves the production of pieces of writing in Italian (summaries, reports), typically based on texts in English on Italian topics.

Italian 4 Language C (Translation)

Taking forward the expertise in translation students have acquired in Years 2-3, the course further develops skills in working from English into Italian and from Italian into English.

Women, Celebrity Culture & Emancipation in Post-Unification Italy

This course, situated within the socio-historical contexts of both the Risorgimento period and post-unification Italy until WW1, focuses on female performance and its consumption by both female and male spectators as mediated through women writers’ journals, letters, diary entries and realist fictional accounts (novels and short stories). It examines women writers’ relation to the European context and the recurring themes featuring in their popular domestic fiction which was in wide circulation, particularly during the 1880s.

Italian Resistance Culture

The course is designed to provide students with a detailed knowledge of the Italian Resistance (1943-1945) and its impact on Italian culture, politics and society. It is an interdisciplinary course which requires students to show skills in history, as well as an understanding of literary and cinematic texts. Films/literary texts vary from year to year but typically include works from a wide variety of periods.

Visions of Italian Terrorism

The course examines the way our understanding of Italian terrorism has been filtered through feature films, documentaries and television programmes. As with other final year studies classes this is an interdisciplinary class, which helps students to develop a wide range of research and analytical skills.

Marketing

Compulsory classes
Brand Management

The importance of brands raises significant questions of how to develop brand equity and how to communicate a branding strategy of differentiation, value and identification. The role of the Brand Manager is reviewed along with formulating the necessary communication strategies to build brand equity and secure market share.

More recent approaches in this vein suggest that the traditional Brand Management approach is all too limited, leaving many questions unanswered. Consequently more recent approaches address the co-construction of brand value, through viral branding, using social media, co-branding and brand extensions. In this respect, the principles of branding are now being applied beyond simply new product development, to such strategies as places, communities and countries.

Other key strategies that may be discussed include, luxury branding, nation branding, business-to-business branding and corporate brands.

Social Marketing

This course aims to build on your knowledge of traditional commercial-oriented Marketing, by examining applications of Marketing in a social context. Each year millions of pounds are spent world-wide to combat health and social problems such as HIV/AIDS, smoking, drug and alcohol abuse and rising obesity levels. At the same time excessive consumptions burdens society with building landfills and increasing pollution. Meanwhile there are still people who consume ‘too little’ and who suffer from hunger.

The class considers recent research in a variety of Social Marketing contexts and material is continuously updated to ensure that students gain an understanding of the most relevant and critical Social Marketing trends.

Dissertation
The dissertation is an important part of the fourth year programme. Single honours students are required to submit a dissertation in Marketing while joint Honours students can submit a dissertation in Marketing or in their other Honours subject.
Elective classes
Advances in Consumer Behaviour

This class provides you with an understanding of some of the contemporary issues and challenges in understanding consumers. Building on the undergraduate Consumer Behaviour class, this module aims to develop your ability to analyse consumer behaviour in a variety of situations and to explore the complexity of 21st century consumption.

The class reviews consumer trends and the significance of consumer culture, and then explores topics that are the focus of recent research attention. Current topics include consumer identity (possessions and body image); consumer vulnerability; postmodern consumers; consumer tribes; consumption spaces; consumers and celebrities and consumers and ethics.

Managing Customer Relationships
The class explores the development of relationship marketing from its transactional roots and introduces concepts such as: CRM, customer loyalty, customer equity and customer perspectives on relationships. A contemporary look at relationships within marketing is introduced through examination of S-D Logic, co-creation and customer engagement, these highlight how firms build and utilise relationships with a customer ‘resource’ to create and offer increasingly more specialised and individualised offerings.
International Business Management

This class examines the theoretical underpinnings which help explain the operations of such enterprises, covering both international business strategy and international business management. This will be achieved by exploring contemporary issues in academic thought and international business practice.

Managing Integrated Marketing Communications: Theory & Practice
The class will create a learning environment in which you can enhance your knowledge of relevant marketing communications theories and develop the necessary analytical, creative and decision-making skills required to effectively manage IMC in a variety of contexts.
Sports Marketing

This class provides you with an opportunity to study and apply marketing principles and concepts to a sector that has gained increasing significance in society world-wide. We’ve witnessed the emergence of a sports culture in many countries. This, in turn, has led to the emergence of sport as a global industry.

Sport is one of the most important sectors in the UK in terms of spectator interest, participation and consumer spending. It is also a varied industry consisting of sports products as well as sports services, spectator sports, sports media and sport-related travel.

Assessment

Italian

Our assessment methods include:

  • written examinations, including translations
  • writing for a specific purpose
  • essays

Continuous assessment ranges from online grammar tests to group projects, while oral/aural tests are performed throughout the course. Students write a dissertation in their final year.

Marketing

The majority of our classes are assessed by a final, unseen, exam, supplemented by one or more forms of individual and/or group coursework. In some cases, students can obtain exemption from the exam on achieving a specified mark for their coursework (often in conjunction with satisfying attendance requirements.)

Class assessment methods include business reports, case studies, essays, presentations and learning journals.

Students normally have one opportunity to be re-assessed for a failed class.

Learning & teaching

Italian

We focus on the four important language skills:

  • reading
  • writing
  • speaking
  • listening

We make great use of technology in the classroom – interactive lectures and digital language laboratories – and outside, through the use of web-based learning and streamed Italian television.

In later years you will perform presentations, write reports and interpret into English, which prepares you for potential future careers.

Marketing

Teaching is given over two semesters in blocks of 12 weeks each. Methods include lectures, tutorials and seminars. As a student you will take part in team-based projects and make use of online teaching materials. Our industrial partners regularly assist in teaching and the assessment of student presentations.

Entry requirements

Minimum grades

Required subjects are indicated following minimum accepted grades.

Highers

1st sitting: AAAA

2nd sitting: AAAAB

Required subjects

  • Higher English B, plus one from the list below
  • Maths/Lifeskills Maths National 5 C or equivalent

Higher subjects

  • Classical Studies
  • Drama
  • Economics
  • French
  • Gaelic
  • Geography
  • German
  • History
  • Italian
  • Modern Studies
  • Philosophy
  • Politics
  • Psychology
  • Religious Moral & Philosophical Studies
  • Sociology
  • Spanish

We recognise a wide range of Highers, however, your profile must reflect a good grounding in essay-based subjects.

A Levels

Year 1 entry:

Minimum entry requirement: BBB (GCSE English Language B or English Literature B, GCSE Maths C)

Typical entry requirement: ABB (GCSE English Language B or English Literature B, GCSE Maths C)

Year 2 entry:

Minimum entry requirement: ABB (two core subjects at AB)

Typical entry requirement: AAA (two core subjects required)

International Baccalaureate

36 (Maths SL5)

HNC/HND

Year 1 entry:

HNC Social Sciences: A in Graded Unit; Maths National 5 C or equivalent

Irish Leaving Certificate

Subjects and grades as for Highers.

Additional information

Personal statement

It is important to take care over your personal statement. We look for information about your academic and career interests, and your range of skills, abilities, and relevant experience. Your personal statement should show evidence you have a strong awareness and interest in the subject you are applying to.

Deferred entry

Deferred entry normally not accepted.

Applicants with Highers

Due to the high level of competition for the number of available places, it is unlikely that Conditional Offers will be made to anyone attaining less than ABB at the first sitting of Highers.

Second-year entry

Second-year entry for A Level/Advanced Higher candidates is possible with AA/AB in the two subjects you are planning to study.

Admission to Honours

All students will be admitted as potential Honours students. Students may exit with a Bachelor of Arts degree at the end of Year 3 of the programme if they have accumulated at least 360 credits and satisfied the appropriate specialisation requirements. For admission to the final year of the Honours course, a student must have achieved an approved standard of performance.

Widening access

We want to increase opportunities for people from every background. Strathclyde selects our students based on merit, potential and the ability to benefit from the education we offer. We look for more than just your grades. We consider the circumstances of your education and will make lower offers to certain applicants as a result.

Find out if you can benefit from this type of offer.

International students

Find out entry requirements for your country.

Degree preparation course for international students

We offer international students (non EU/UK) who do not meet the entry requirements for an undergraduate degree at Strathclyde the option of completing an Undergraduate Foundation year programme at the International Study Centre. To find out more about these courses and opportunities on offer visit isc.strath.ac.uk or call today on +44 (0) 1273 339333 and discuss your education future.

You can also complete the online application form, or to ask a question please fill in the enquiry form and talk to one of our multi-lingual Student Enrolment Advisers today.

Fees & funding

How much will my course cost?

All fees quoted are for full-time courses and per academic year unless stated otherwise.

2017/18

Scotland/EU
  • £1,820
Rest of UK
  • £9,250

Bachelor degrees at Strathclyde will cost £9,250 a year, but the total amount payable will be capped at £27,750 for students on a four-year Bachelors programme. Students studying on integrated Masters degree programmes – for example MSci, MEng and MPharm – will pay £9,250 for the Masters year.

International
  • £13,500

Additional fees 

Italian 

Course materials & costs 

The majority of course materials are available to students via Virtual Learning Environment (VLE).  Students can print course materials at their own expense.   

The cost of course texts does not normally exceed £30 per academic year. Key language texts are used over 2 or 3 years of study. Multiple copies are also available in the University Library.  

Study abroad 

Studying abroad is an integral part of the degree course in Modern Languages - and usually takes place in Year 4.  Students who choose to study in France, Spain or Italy are eligible for an Erasmus and grant to help minimise the extra costs of living abroad.  This however, is not a full maintenance grant.  

Typically, students will receive around £3,000 for a full academic year of study abroad.  Students are required to meet travel, accommodation and extra living costs.  These costs will vary dependent on the country of study.  An estimated extra spend of £1,000 should be budgeted.

A range of scholarships are available for students of French, Spanish and Italian - and awarded on a competitive basis. 

Students who work as English language assistants will receive a monthly stipend.  In the case of France, this amounts approximately to 964.88 Euros per month gross (800 Euros net after social security deductions).  Similar stipends are paid in Spain and Italy. 

Marketing 

Course materials & costs

Undergraduate and Honours materials comprise of textbooks and course handbooks. All of the compulsory handbooks are available free on Virtual Learning Environment (VLE). Recommended texts cost on average £50 per text. Copies are available free from the library.

Honours students will need to cost for the binding of a dissertation and the purchase of a CD or pen drive for copy. Printing costs at the University are four pence per page in black and white and £3 for binding. The cost of a pen drive or CD will vary dependent on the store purchased from.

Please note: All fees shown are annual and may be subject to an increase each year. Find out more about fees.

How can I fund my studies?

Students from Scotland and the EU

If you're a Scottish or EU student, you may be able to apply to the Student Award Agency Scotland (SAAS) to have your tuition fees paid by the Scottish government. Scottish students may also be eligible for a bursary and loan to help cover living costs while at University.

For more information on funding your studies have a look at our University Funding page.

Students from England, Wales & Northern Ireland

We have a generous package of bursaries on offer for students from England, Northern Ireland and Wales

You don’t need to make a separate application for these. When your place is confirmed at Strathclyde, we’ll assess your eligibility. Have a look at our scholarship search for any more funding opportunities.

International Students (Non UK, EEA)

We have a number of scholarships available to international students. Take a look at our scholarship search to find out more.

Available scholarships

We have a wide range of scholarships available. Have a look at our scholarship search to find a scholarship.

Dean's Rest of UK Merit Scholarship

The Dean's Rest of UK Merit Scholarship recognises academic achievement. It's for students who are paying the Rest of UK tuition fee of £9,250 per year and achieve ABB or above at A Level (or equivalent). Successful applicants will receive £500 in each year of study at the University. Find out more.

Careers

Modern language graduates are in high-demand across a range of areas. Many former students work as:

  • journalists
  • entrepreneurs
  • lawyers
  • engineers
  • education professionals
  • business executives
  • professional linguists
  • translators
  • researchers
  • IT experts
  • civil servants

Language graduates have a variety of transferable skills of great value to potential employers.  This includes advanced spoken and written ability, competence in interpreting/ translating and a high level of important communication skills.

Recent marketing graduates have been recruited into the drinks, finance and service sectors with job titles such as brand manager, marketing assistant, marketing and sales trainee and media executive. Other roles include business analyst, retail manager, sales manager and retail buyer.

Contact us

Apply

How to apply – 10 things you need to know

  1. All undergraduate applications are made through UCAS
    Go to the UCAS website to apply – you can apply for up to five courses.
  2. It costs £12 to apply for a course
    The cost is £23 for two to five courses.
  3. The deadline is 15 January each year
    This is the application deadline for most courses. However, please check the details for your particular course. View a full list of UCAS key dates.
  4. You might be asked to attend an interview
    Most of our courses make offers based on the UCAS application. However some might ask you to attend an interview or for a portfolio of work. If this is the case, this will be stated in the prospectus entry requirements.
  5. It’s possible to apply directly to Year 2
    Depending on your qualifications, you might be able to apply directly to Year 2 - or even Year 3 - of a course. Speak to the named contact for your course if you want to discuss this.
  6. There’s three types of decision
    • unconditional – you’ve already met our entry requirements
    • conditional – we’ll offer you a place if you meet certain conditions, usually based on your exams
    • unsuccessful – we’ve decided not to offer you a place
  7. You need to contact UCAS to accept your offer
    Once you’ve decided which course you’d like to accept, you must let UCAS know. You don’t need to decide until you’ve received all offers. UCAS will give you a deadline you must respond by.

    You’ll choose one as your firm choice. If the offer is unconditional or if you meet the conditions, this is the course you’ll study.

    You’ll also have an insurance choice. This is a back-up option if you don’t meet the conditions of your first choice.
  8. You don’t need to send us your exam results (Scotland, England & Wales)
    If you’re studying in Scotland, England or Wales, we receive a copy of your Higher/Advanced Higher/A Level results directly from the awarding body. However, if you are studying a different qualification, then please contact us to arrange to send your results directly.
  9. We welcome applications from international students

    Find out further information about our entry and English language requirements.

    International students who don’t meet the entry requirements, can apply for our pre-undergraduate programmes.

    There’s also an online application form.

    For further information:
  10. Here’s a really useful video to help you apply

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